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Article
Publication date: 11 June 2020

Bennie Eng and Cheryl Burke Jarvis

This paper aims to demonstrate how consumer attachment to celebrity brands is driven by perceived narratives about the celebrity’s persona, which triggers communal (i.e…

2583

Abstract

Purpose

This paper aims to demonstrate how consumer attachment to celebrity brands is driven by perceived narratives about the celebrity’s persona, which triggers communal (i.e. altruistic) relationship norms. The research investigates the differential role of narratives about celebrities’ personal vs professional lives in creating attachment and identifies and tests moderating effects of narrative characteristics including perceived source of fame, valence and authenticity.

Design/methodology/approach

Three online experiments tested the proposed direct, meditating and moderating relationships. Data was analyzed using mediation analysis and multiple ANOVAs.

Findings

The results suggest relationship norms that are more altruistic in nature fully mediate the relationship between narrative type and brand attachment. Additionally, personal narratives produce stronger attachment than professional narratives; the celebrity’s source of fame moderates narrative type and attachment; and on-brand narratives elicit higher attachment than off-brand narratives, even when these narratives are negative.

Practical implications

The authors offer recommendations for how marketers can shape celebrity brand narratives to build stronger consumer attachment. Notably, personal (vs professional) narratives are critical in building attachment, especially for celebrity brands that are perceived to have achieved their fame. Both positive and negative personal narratives can strengthen attachment for achieved celebrity brands, but only if they are on-brand with consumer expectations.

Originality/value

This research is an introductory examination of the fundamental theoretical process by which celebrity brand relationships develop from brand persona narratives and how characteristics of those narratives influence consumer-brand attachment.

Details

Journal of Product & Brand Management, vol. 29 no. 6
Type: Research Article
ISSN: 1061-0421

Keywords

Article
Publication date: 12 September 2016

Isidora Kourti

The purpose of this paper is to explore and incorporate personal narratives as a new methodological tool into the qualitative research of complex organisational issues such as…

Abstract

Purpose

The purpose of this paper is to explore and incorporate personal narratives as a new methodological tool into the qualitative research of complex organisational issues such as identity. Particularly, this study provides a fresh methodological perspective on organisational identity exploration by using personal narratives to examine multiple identities that occur in dynamic organisational contexts.

Design/methodology/approach

In order to examine multiple identities, personal narratives found in the 43 semi-structured in-depth interviews collected were analysed. These narratives were examined following a textual and performative analysis.

Findings

The paper furthers methodological discussions in organisations in three ways. First, it responds to the need for a methodological approach that allows multiple identity exploration in organisations while it presents personal narratives as a valuable methodological perspective within organisational research. Second, it extends the methodological use of personal narratives for the in-depth qualitative study of complex organisational issues such as identity. Finally, the study stretches the boundaries of mainstream organisational research by illustrating that personal narratives can be used as a methodological approach to explore organisational identities.

Originality/value

This research integrates personal narratives as a methodological tool into the qualitative research of dynamic organisational issues. Employing personal narratives has allowed the exploration of multiple identities that take place in organisations in a manner not previously achieved in organisational studies. The study, therefore, challenges previous organisational research and expands the boundaries of organisational identity studies, offering a new qualitative methodological account for identity exploration in organisations.

Details

Qualitative Research in Organizations and Management: An International Journal, vol. 11 no. 3
Type: Research Article
ISSN: 1746-5648

Keywords

Article
Publication date: 30 March 2012

Matthew A. Hawkins and Fathima Z. Saleem

Stories draw meaning from narratives. The resulting narrative component in a story is entirely personal or contains fragments of organizational and/or societal narratives…

1811

Abstract

Purpose

Stories draw meaning from narratives. The resulting narrative component in a story is entirely personal or contains fragments of organizational and/or societal narratives. Therefore, understanding how stories obtain these narrative fragments is critical to offering valid interpretations of narratives based on stories. In an effort to advance narrative research, the purpose of this paper is to address this fundamental question: How do stories obtain their reflected narrative fragments? Without a firm understanding of how stories draw meaning from narratives, the critical role of disentangling compound narratives from stories – interpretation – remains suspect.

Design/methodology/approach

The findings are drawn from extant research and prior conceptualizations, and the story formulation model is introduced.

Findings

Through the introduction of the story formulation model, it is shown that personal narratives are omnipresent within collective narratives. Additionally, the analysis indicates there are two stages in which narrative interaction occurs, during the formulation of stories and during the formulation of narratives.

Originality/value

The findings have significant impact on the interpretation of stories, as well as furthering the understanding of how stories draw their meaning from narratives. In particular, the omnipresence of personal narratives within stories is particularly relevant for interpreting stories and narratives. Therefore, this paper offers a framework in which to conceptualize the story formulation process and contributes to story and narrative analysis research methodologies.

Details

Journal of Organizational Change Management, vol. 25 no. 2
Type: Research Article
ISSN: 0953-4814

Keywords

Article
Publication date: 15 November 2011

Andrew F. Herrmann

The purpose of this paper is to explore narratives in a new nonprofit arts center. It includes the macro‐, meso‐, and personal narratives that keep the center organized in the…

1137

Abstract

Purpose

The purpose of this paper is to explore narratives in a new nonprofit arts center. It includes the macro‐, meso‐, and personal narratives that keep the center organized in the midst of the chaotic everyday activities. It advocates the explanatory force of narrative as an alternative to organizational life cycle theory for understanding organizational startups.

Design/methodology/approach

This narrative ethnography involved participant observation, full participation, and narrative interviews over a three‐year period. Using grounded theory, narratives were examined to discover how they engendered and maintained order.

Findings

This paper contributes to the understanding narratives as a constitutional organizing and sensemaking process, including the narratives of “do it yourself,” and economic production, family and home, and personal narratives that constitute community, community boundaries, and identity, adding to our knowledge of organizing.

Research limitations/implications

The research examined only one local nonprofit arts center, therefore the findings are specific to this site and the same types of narratives may not necessarily be found in other nonprofits.

Originality/value

This paper examines a nonprofit during start‐up. It validates support for the examination of organizations through narrative ethnography and narrative interviewing. It purports that narratives constitute social identity, rather than being the evidence of social identity.

Details

Qualitative Research in Organizations and Management: An International Journal, vol. 6 no. 3
Type: Research Article
ISSN: 1746-5648

Keywords

Article
Publication date: 5 June 2017

Nick Beech, Jeff Gold and Susan Beech

The purpose of this paper is to first consider how veterans use talk to shape interpretations of personal and social identify. Second, this paper seeks to gain an understanding of…

Abstract

Purpose

The purpose of this paper is to first consider how veterans use talk to shape interpretations of personal and social identify. Second, this paper seeks to gain an understanding of how veterans see themselves in a civilian world, their ability to re-conceptualise and realign their perspective on life to support their transition in to a civilian world.

Design/methodology/approach

Underpinned by Ricoeur’s theory of narrative identity, the work provides a qualitative analysis data from coaching interviews with five veterans.

Findings

The findings revealed the on-going legacy of military life and how its distinctiveness and belief centred on kinship shapes personal identity and the way they see their civilian world. The work sheds light on to the benefits of this Ricoeur’s self-reflexive approach and how it can be used to provide a deeper insight in to the nature of personal transitions and how narrative can be used to expose complexities of the narratives of personal history and meaning as the narrator becomes both the seeker and what is sought.

Practical implications

The work reinforces the value of Ricoeur’s self-reflexive approach identifying narrative mediating between two “poles” of identity and the act of mimesis; prefiguration, configuration and refiguration as veterans project stories of their world and their place within it.

Originality/value

The paper provides new insights in to the importance of narrative identify broadening its potential application with engagement across diverse communities, thereby providing depth and rigour of its conceptual understanding of personal identify. The work further provides insights in to the challenges facing veterans to integrate within a civilian society.

Details

European Journal of Training and Development, vol. 41 no. 5
Type: Research Article
ISSN: 2046-9012

Keywords

Article
Publication date: 12 December 2016

Jenelle Marie Clarke

The purpose of this paper is to explore the potential for personal and community transformation through storytelling within a therapeutic community (TC) through the analysis of…

Abstract

Purpose

The purpose of this paper is to explore the potential for personal and community transformation through storytelling within a therapeutic community (TC) through the analysis of one narrative case study.

Design/methodology/approach

The paper uses a narrative research design to describe and theorise the individual narrative of a TC client member, “Emily”, who self-identified areas of therapeutic change. Emily’s story is a single case of personal and community transformation. Analysis focussed on story of her weight loss to understand her changing role to herself and the community.

Findings

Emily’s story reveals the social complexities underpinning individual transformations within a community context. This complexity is particularly evident as Emily experienced visible weight loss but identified that the meaningful change is her changed relationship with herself and others. Using theories on symbolic interactionism, analysis of Emily’s narrative indicates the TC played a role in facilitating personal change and that through sharing her story with the wider TC, the community shifted its perspective on food and weight loss.

Originality/value

The paper expands the discussion on how storytelling practices within a TC contribute to therapeutic change. It is argued that community relationships play a key role in facilitating a changed relationship with self and others, and that stories themselves play an active role in shaping community meanings.

Details

Therapeutic Communities: The International Journal of Therapeutic Communities, vol. 37 no. 4
Type: Research Article
ISSN: 0964-1866

Keywords

Article
Publication date: 8 January 2019

Hugo Canham

The purpose of this paper is to explore what narratives of inequality tell us about societal inequality both inside and outside of workplaces. It illuminates the intertwined fates…

Abstract

Purpose

The purpose of this paper is to explore what narratives of inequality tell us about societal inequality both inside and outside of workplaces. It illuminates the intertwined fates of social agents and the productive potential of seeing organisational actors as social beings in order to advance resistance and substantive equality.

Design/methodology/approach

This research empirically examines narratives of inequality and substantive empowerment among a group of 25 black bankers within a major bank in Johannesburg, South Africa. Data were gathered through one-on-one interviews. The data were analysed using narrative analysis.

Findings

The findings indicate that narratives of organisational agents always contain fragments of personal and societal narratives. An intersectional lens of how people experience inequality allows us to work towards a more substantive kind of equality. Substantive equality of organisational actors is closely tied to the recognition and elimination of broader societal inequality.

Research limitations/implications

The implications for teaching and research are for scholars to methodically centre the continuities between the personal, organisational and societal in ways that highlight the productive tensions and possibilities for a more radical form of equality. Moreover, teaching, research and policy interventions should always foreground how the present comes to be constituted historically.

Practical implications

Policy and inclusivity interventions would be better served by using substantive empowerment as a theoretical base for deeper changes beyond what we currently conceive of as empowerment. At base, this requires policy makers and diversity practitioners to see all oppression and inequality as interconnected. Individuals are simultaneously organisational beings and societal agents.

Social implications

Third world approaches to diversity and inclusion need to be vigilant against globalised western notions of equity that are not contextually and historically informed. The failure of equity initiatives in SA means that alternative ideas and approaches are necessary.

Originality/value

The paper illustrates how individual narratives become social scripts of resistance. It develops a way for attaining substantive empowerment through the use of narrative approaches. It allows us to see that employees are also social agents.

Details

Equality, Diversity and Inclusion: An International Journal, vol. 38 no. 4
Type: Research Article
ISSN: 2040-7149

Keywords

Abstract

Details

International Journal of Sports Marketing and Sponsorship, vol. 2 no. 1
Type: Research Article
ISSN: 1464-6668

Keywords

Article
Publication date: 6 April 2010

Peter Simpson

The purpose of this paper is to explore the potential function of narratives of personal experience in engaging with unknowable reality.

1056

Abstract

Purpose

The purpose of this paper is to explore the potential function of narratives of personal experience in engaging with unknowable reality.

Design/methodology/approach

The paper draws on research on managers working with the unknown using narrative methods together with ancient and modern theories of knowing.

Findings

It is suggested that the unknowable is of importance to the leader of change and that narrative is a productive form of engagement with unknowable reality. Implications for leadership practice are identified.

Originality/value

The role of narrative alongside a largely forgotten form of understanding, intellectus, is considered.

Details

Journal of Organizational Change Management, vol. 23 no. 2
Type: Research Article
ISSN: 0953-4814

Keywords

Article
Publication date: 14 October 2014

Philip Roundy

The purpose of this study is to focus on how narratives are used to acquire social venture resources. Social entrepreneurship is a phenomenon of increasing significance. A key…

2421

Abstract

Purpose

The purpose of this study is to focus on how narratives are used to acquire social venture resources. Social entrepreneurship is a phenomenon of increasing significance. A key challenge for social ventures is resource acquisition. However, how social entrepreneurs gather the resources necessary to grow their organizations is not clear.

Design/methodology/approach

This topic is examined using a multi-study, inductive, theory-building design based on 121 interviews, observation and archival data. In Study 1, 75 entrepreneurs, investors and ancillary participants were interviewed in the social enterprise sector. In Study 2, case studies of eight technology-focused social ventures were constructed.

Findings

The result of this study is a framework explaining how differences in entrepreneurs’ narrative tactics and characteristics are associated with differences in their resource acquisition success. Specifically, from Study 1, this paper develops a typology of social enterprise narratives, identifies three narrative-types (personal, social-good and business) and shows that they possess unique elements. Evidence from Study 2 suggests that the three narrative-types serve as the building blocks for communication with external stakeholders.

Originality/value

These findings contribute to three studies that formed the basis of the study – social entrepreneurship, entrepreneurial resource acquisition and organizational narrative theory – and have implications for work on competing organizational logics. They also produce several practical implications for social entrepreneurs.

Details

Journal of Research in Marketing and Entrepreneurship, vol. 16 no. 2
Type: Research Article
ISSN: 1471-5201

Keywords

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